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Master's Dissertation
DOI
10.11606/D.74.2017.tde-14062017-103356
Document
Author
Full name
Michele Roberta Rocha
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
Pirassununga, 2017
Supervisor
Committee
Carrer, Celso da Costa (President)
Busani, Silvia Fatima Borges
Ribeiro, Marcelo Machado de Luca de Oliveira
Ribeiro, Paulo Marcelo Tavares
Title in Portuguese
Análise do perfil empreendedor de Lair Antonio de Souza: um estudo de caso no Laticínio Xandô
Keywords in Portuguese
Análise de discurso
Empreendedorismo
Gestão de empresa do setor leiteiro
História de vida
Perfil empreendedor
Abstract in Portuguese
O presente estudo aborda uma análise de fundamentação teórica a partir de um estudo de caso, com base no perfil empreendedor de um agente do agronegócio do setor leiteiro: Lair Antonio de Souza. Ele foi o fundador da marca de Laticínio Xandô, no ano de 1982, em Araras/SP embora sua trajetória empreendedora tenha começado bem antes. O trabalho atual objetiva contribuir para o estudo comportamental do empreendedorismo, enquanto se propõe a aprofundar aspectos envolvidos na construção e consolidação do perfil empreendedor do principal responsável pela história de sucesso da marca Xandô. A metodologia proposta permite a realização de pesquisa qualitativa e exploratória, parte apoiada em entrevistas semi-estruturadas aplicadas junto aos diferentes tipos de atores que conheceram e interagiram com o empresário Lair Antonio de Souza no passado e parte apoiada em pesquisa de entrevistas concedidas por ele em diferentes mídias e de depoimentos de familiares e funcionários. Como base metodológica para o tratamento das informações será utilizada a técnica de análise de discurso. Extrai-se dos resultados de que a forma com que o empreendedor enxergava o trabalho, como componente de sua cultura e visão de mundo, é tida por todos como a "pedra fundamental" de sua trajetória de sucesso. Na análise da história de vida deste empreendedor, busca-se entender como se deu a combinação de habilidades de liderança, inovação, articulação, assunção de riscos e de captura de oportunidades frente aos desafios que contextualizam, histórica, econômica e socialmente, o empreendimento na área de produção e comercialização de uma das mais antigas e relevantes marcas de leite tipo A no país.
Title in English
Analysis of the entrepreneurial profile of Lair Antonio de Souza: a case study in Xandó dairy products
Keywords in English
Benchmarking entrepreneur
Discourse analysis
Entrepreneurial profile
Entrepreneurship
History of life
Management of a dairy product company
Abstract in English
An analysis of a case is adopted in this study - based on the entrepreneurial profile of an agent in the agribusiness, more specifically, in the dairy sector: Lair Antonio de Souza, founder of Xandô dairy brand in 1982 in Araras / SP (even though his entrepreneurial trajectory had begun a lot earlier). The results to be achieved aim to contribute to the study of entrepreneurship and deepen aspects involved in building and consolidating the entrepreneurial profile of the main responsible for the story of success related to Xandô brand as well. The proposed methodology allows the accomplishment of a qualitative and exploratory research supported by semi-structured interviews with the different types of actors who knew and interacted with the entrepreneur (Lair Antonio de Souza) in the past. Some interviews he gave to different media together with accounts provided by family members and employees were also taken into consideration in our research. As a methodological basis for the processing of the information the discourse analysis technique will be used. We conclude that the way the entrepreneur considered the activities related to the operation was a component of his culture and world view, and as such viewed as the "cornerstone" of his trajectory of success. Through the analysis of this entrepreneur's history of life we attempt to understand how the combination of abilities such as leadership, innovation, articulation, risk-taking, and the capture of opportunities in the face of challenges (which contextualize historically, economically and socially the entrepreneurship related to the production and commercialization of one of the oldest and most relevant brands of type 'A' milk in the country) took place.
 
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ME8895091COR.pdf (1.34 Mbytes)
Publishing Date
2017-06-22
 
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